Research into chosen artist - Miss Georgiou

Amy Winehouse

My group and I decided to chose Amy Winehouse as our artist because we found her interesting, We find her style different and engaging, along with her voice which is also unique. Her contrasting image, voice and style make her exciting to work with, these assets inspired us to re create one of her music videos. Having her in mind whilst creating a music video is a good artist to have because she inspires the group and I to thin outside the box and be different. 

Artist profile

Amy Jade Winehouse was born on the 14th of september 1983 and died july 23rd, 2011. She was an English sing and song writer, she was known for her deep vocals and her soul music. Amy's first piece of music work was in 2000 when she featured with the tonal youth jazz orchestra, her best friend then sent her demo to and A&R person. From there she was signed to Simon Fullers 19 management in 2002 

Amys first album was released on the 20th of october 2003, with the record label Island. Her second album was released on the 27th of october 2006. From these albums Amy went on to get awards and many nominations. In 2006 november and december until 2007 when she made an appearance on stage and was hit this booing. She then announced she would not make any more appearance for the rest of the year. 

Amy won many awards in her career for example Brit awards for British female solo artist in 2007 and she British single for her song Valerie in 2008. She also won a lot of Grammy awards especially in 2008 with a total of 5.

                        

Amy had a few different record label companies, which were universal music group, Island records, Republic records, Lioness records and universal republic records. For her frank & back to black album the label was Island records, Frank's label was Universal Records, Hidden treasures with lioness records 

For Amy's back to black album she had many sales in around 25 different countries including united states with around 3,000,000 sale, United kingdom with 3,600,000 and France with 440,700 sales. In Europe the estimates number of sale all together is around 8,000,000. In the world there was around 20,000,000. 

Amy's other album Frank was released in less countries then Back to black with around 12 making sales. In Australia there was around 35,000, Spain 50,000 and Untied Kingdom with roughly 1,000,000 sales. Overall in Europe there was an estimated 2,000,000 sales, which shows that United Kingdom made half of these. 

Back to black

My chosen artist is Amy Wine house and I am going to analyse two of her singles, the first is one of her most popular song back to black. This song became highly popular after her death in 2011.

Paradoxes

There are a few different paradoxes in this Back to black music video. Firstly Amy is simultaneously present and absent for the consumers. This is clear through Amy always being available to her audience though the internet with things such as youtube or wikipedia. the audience can easily get a hold of something that contains the artist whenever they like. They can watch her music video previous interview or even read old articles. This makes her present to the consumer because they always have access to her. But she is also absent from the consumers, although the internet provides a constantly line of access to her Amy, at the time of the video she wasn't doing any live performance or attending any interviews. this shows her as absent to the consumers because they can see her at the present day, only if the back tracked to her previous work.

Amy winehouse is also simultaneously ordinary and extraordinary. This shown through her different images and personality assets. In Back to black there are many way in which Amy is shown a ordinary for example her ordinary settings in the video, there are location for the music video which are at a funeral and in a apartment. These setting are ordinary to the audience, they are a regular element in most people lives, making them easy to relate to and understand. The is also an extraordinary element in the video which is Amy's image. She is wearing a very low cut top showing  a lot of cleavage, her hair is extremely back combed and high and her makeup is daring with the intense amounts of eyeliner used, which reaches her eyebrows. This image is not normally seen to the audience, they don't see this kind of unique style everyday. It is daring and maybe attract to hate form other audiences, but due to Amy being confident enough to follow through with it shows her extraordinary aspects. She isn't afraid of what people may say, she just wants to look however she likes. 

Goodwin's theory

This back to clack video follow some points of Goodwin's theory for example it demonstrates genre convention. In this particular video there is a constant edit of black and white, which is used for the whole duration. This black and white edit create the unique, old fashioned look for the video and makes it seem serious. this is conventional as it is common to this in soul music video which the back to black video is. Black and white is often used in this genre wether it is just for some scenes or the whole video it is common because of the old fashioned, deeper meaning feel it gives to the audience. This edit appeals to the audience because they can see that the artist is serious about the song and that is is meant to be a thoughtful, with strong emotions portrayed to them. 

Another point from Goodwin's theory used in the music video is the demands of the record label, they will what to include lots of close ups of the artist so that the audience can build a relationship with them. This is seen through all the cameras shots which focus extremely on Amy's face. This is done so that the audience can clearly see how she feels about the song and which lyrics she emphasise, this then allows them to understand how the artist feel and what the song means to her. This is appealing for the audience because they can then relate to the way the artist is feeling by comparing it to their own emotions or their own situations which relate with the song.

In the Back to black video Amy is represented as extremely serious and sometimes moody. She is shown to be mourning over some one, who isn't necessarily dead, the narrative style shows her at a funeral of her feelings, this means that throughout the video she has very black facial expression there is no sign of happiness of laughter, she has a constant blank face. This represents her possibly depressed which is understand because of the narrative but it may also portray her in the real world she may not be happy or settled. For the duration of the video Amy stay like this portraying to her audience that sh is upset, serious and unhappy.

The target audience for this music video is around 20 to 50. This is a more mature video which a younger audience may not understand, as they will not be able figure out the inferred meanings. This video is very dark and has deeper meaning than what the narrative shows, so the older audience can understand due to more life experience in the matter that Amy is singing about. The song is about a relationship which again the 20 to 50 audience will be able to relate to and connect to their own lives and past experiences. 

The style of the music video is a mixture of narrative and performance. the performance scenes include amy sitting in a room with two business men, she is sitting in an arm chair performing the song although she does not often sing to the camera, it seems as though she focused on other elements around the room but her face is also still visible. The appeals tot he audience because they can see how the connects with the song, they can understand how she feel and what emotions she wants the to gain of looking at her facial expression. The narrative scenes are based on a funeral, but not for a person, the funeral is a metaphor for her feelings, after her and her boyfriend Blake Fielder-Civil had an affair. The song shows the emotions the split gave her and how it made her feel. these two style are conventions for soul and are also commonly used in Amy Winehouse's work.

Micro elements

First off miss en scene was used to create and effect for the artist and their music video. In Back to black the lighting is a key element which make the video effective. For the whole of the video the lighting is low key due to the back and white effect played on top. This is used on the performance and narrative scenes to emphasise the meaning the Amy wants the be shown. This low key lighting is effective because it makes the video seem very dull and reflective. These emotions allow the audience to understand why the artist created the song and what its meanings are. This dull look allows the audience to relate to arrest emotions, they can see that she unhappy and hurt by the sour relationship that the song is based on, rom this they can then move on relate that back to their own emotions and their own experience with relationships so that they connect with Amy and the song.

The hair and make-up used in Back to black is also effective and represents Amy's typical image. Her hair is back combed in to an enormous heap in the top of her, which was her signature look. And her make up is very simple, the only noticeable thing is her eyeliner which was dragged out to her eyebrows in a wing shape. This look almost made her look feline, although this song show her weak side in the relationship she was in, the hair and make up shows her bold personality and represents her as a strong woman who isn't afraid of what people think of her look. This images is stereotypical for a soul artist because they keep their image simplistic but normally have an asset which stands out so that they are recognisable, of example adele, she always styles her hair in a volumised up do. This appeals to the audience because they enjoy seeing something unique about an artist as they can then see them as an idol because they aren't afraid of what people maybe think, this also helps with them remembering an artist as something stands out which they are less likely to forget.

The positioning of Amy varies throughout the video which creates and effect on what the audience takes from its meanings. Amy is seen in the centre of the shot when it is just her but she is also seen in different angles and sides, she its constantly moving places. This created a macro meaning for the audience that she isn't stable, having her constantly changing positions shows the audience that Amy isn't very stable in life and is deeply effected by the song and its meaning. This instability allows the audience to understand the large effect that Back to black has on the artist, they can understand that she is unhappy and is possibly overwhelmed with what has happened causing her to be insecure. They can then go further to relate this to themselves and previous times where they themselves may not have been in the most stable positions. 

Facial expressions and body language are highly effective in this music video. For example the seriousness of Amy and her constant blank face, this shows the audience that she is unhappy and who the song make her feel. It is clear to the audience due to the artist dull expression that she is not enjoying herself, she is depressed. As the audience can see this they begin to feel the same as they take into account how Amy feels towards the lyrics, they can understand her better and therefore relate more to the music video and the song.

Finally the settings of the video are used to represent the artist. For the performance style scenes Amy is performing gin some kind of apartment in some stages she is in a sitting room layout, some in the stairway and some in a bedroom. This is stereotypical to see in soul music videos because the artist are meant to be perceived and very layback they don't want to be overly vibrant with the setting because they stand out in other elements of the videos. This also allows the audience to relate to Amy because she is in a normally everyday setting which most audience members will live in or know somebody who does, meaning they can relate back to them people in their lives and that living space is. 

Throughout the video they are many common camera shots used. For example close ups, there are many close up of Amy, she is often seen with just her face in shot and barely any background activity. These close ups are effective for the artists succession and the videos appeal because the audience can see a nearer view of her facial expressions, not only do they see this it makes them feel the same as her. Amy's facial expression being made clear through the close ups allow the audience to make a stronger connection with the artists, and her message within the song. 

Another common camera shot used is high angle. This is shown when the camera is looking down onto Amy, she is being seen below camera level which portrays many meanings to the audience. From this shot they can see that the artist is vulnerable and that she is strongly effect by the song. Having Amy represented as vulnerable shows her instable state as she tells the story about her past relationship, through her music she shows the audience how she was effected by a real life situation. This then allows them to create a bond with her through the emotions she wants them to feel and emotions that the audience and herself and in common. 

Tears dry on their own

The next music video is another top hit called Tears dry on their own, this music video is another soul genre music video from 2009. 

Paradoxes

Paradoxes are also used in this Amy winehouse video for Tears dry no their own. The first is the simultaneous ordinary and extraordinary aspects in the video. This video is ordinary because of its setting which is similar to Back to black. Some scenes of the music video consist of Amy in a bedroom, this is an ordinary location which the audience can relate to. It is mostly like an everyday place for them meaning they can understand the artist relation to it. This shows the ordinary aspect but there is also extraordinary elements shown through the outfits of the characters in the video. As Amy is walking down the busy street all the extras around her are wearing unique, vibrant outfits which stand out to against everyone else. There is no two same outfits and they are all daring, either low cut or mining coverage. This is extra ordinary people it is not a realistic setting, the audience won't expect to walk around the street and see everyone there in some different piece of clothing containing bright colours or risky cuts. this shows the artists creative and daring side, these costumes inform the audience that the artist is still a music 'start' and can be risky if she likes. Both the ordinary and extraordinary aspects are simultaneously used to make the video appealing for the audience as they can see elements which they relate to and elements which are interesting and different. 

Another paradox of the video is how the artist is simultaneously present and absent. This is clear through Amy always being available to her audience though the internet with things such as youtube or wikipedia. the audience can easily get a hold of something that contains the artist whenever they like. They can watch her music video previous interview or even read old articles. This makes her present to the consumer because they always have access to her. But she is also absent from the consumers, although the internet provides a constantly line of access to her Amy, at the time of the video she wasn't doing any live performance or attending any interviews. this shows her as absent to the consumers because they can see her at the present day, only if the back tracked to her previous work. 

Goodwin's theory

Tears dry on their own uses a few different points from Goodwin's theory, for example voyeuristic treatment of the female body. In this music video Amy's image makes her attractive for the male audience, she is wearing a scruffy low cut dress which is also short coming half way up her thigh, her hair and make up also add the the look which makes her even more attractive. The males audience find this look appealing as Amy is flaunting her body, without realising the attention she is attracting. This is often seen with female music artist as they focus on looking nice but don't realise that the male audience are then more attracted, this shows the voyeurisitic treatment of the female body.

Another point used from Goodwin's theory is the lyrics and visual relationship. This is slowly shown through the last minute of the video as Amy continues so sing the words "He walks away, The sun goes down, He takes the day but I won't." whilst she is singing these lyrics the scenes slowly get darker as if the su is going down. this relates the the lyrics because they mentions sun down which is what is happening in the video is i gradually turning from day to night. this appeals to the audience because they can see the creativity of the artist and how they can transform lyrics to work with video and make it even more interesting and effective.

In this video Amy is represented as a vibrant, upbeat character who is positive about moving on. This is clear through her walking style she is very bouncy and lively the shows her confidence in the lyrics that she is going to be happy once the sadness has gone. Another thing that represents her as this upbeat character is the, the high key lighting which makes everyone in the video seem very cheerful showing the audience that there is a possibility she is also happy. Having Amy represented as content appeals to the audience because they can then tell that the video is going to lift spirits not be dark and gloomy. It represent the song well and promotes the messages of not letting things upset you and to move as soon as possible.

I believe the target audience for this Amy Winehouse music video is male and female ages 16 to 40. This is because of the extraordinary aspects, the costume are very vibrant and the colours are extremely bold. The suits younger audience rather than the 40+ because they can relate more to the character within it, they are more likely to see these bold personalities on nights out or parties. The message of the song, to move on, is also relatable for this audience because they have been in relationship or situations which may have been upsetting but have realise, like Amy, that being upset doesn't help and it is better to move on. These different elements appeal to this target audience because they can relate to most of the video and find both the ordinary and extraordinary aspects exciting.

The style of this music video is mainly performance based. there are two different scene in the video which are; the bedroom scene, which consists of Amy in her bedroom singing and sometimes to the camera. And the town scene where Amy is seen walking through the town and the crowds whilst singing agin sometimes to the camera. There isn't really much of a narrative to this vied Amy is just commuting foreman place to another without any real meaning or message. But this style is appealing for the target audience because they can see how Amy reacts to the song and the vibe she gives of, they can then relate to this and understand how she wants them to view the song and its messages. 

Micro elements

One of the settings for this Amy Winehouse music video is simular to the Back to black setting of an apartment, it is in a bedroom. One of the scenes in the tears dry on their own is in a bedroom, possibly Amys. This is a good setting to use as it keeps the video realistic. This setting is used everyday by the target audience so they can relate can almost feel comfortable whilst watching. The realistic setting in also conventional to the soul genre because of it blandness, more often than not soul music videos do not go to over the top with their setting because the audience are meant to be more focused on the rhythm and the lyrics rather than a vibrant setting.

Next is the hair and make up. In this music video amy has the same hair and make up as in all her video sand public appearances, she has backcombed hair which is piled on the top of her head and black winged eyeliner reaching her eyebrows. This shows the audience her unique image which creates some excitement about her music and what sh sings about, it shows her different styles and personality which could reflect on her products. The hair and make up shows her bold personality and represents her as a strong woman who isn't afraid of what people think of her look. This images is stereotypical for a soul artist because they keep their image simplistic but normally have an asset which stands out so that they are recognisable, of example adele, she always styles her hair in a volumised up do.

The positioning of the artist is used to keep the focus on her. Amy is mainly always in the centre of the screen with an occasional stray away. This keeps the audiences attention on her and her performance. Because the style of the video is performance based it means that the audience need to watch the artist in order to understand the song, they need to look at her body language and facial expressions so that they can understand the emotions intended by the artist. This centre screen position allows the audience to relate with the artist as they can see what they are feeling and what they are aiming for the audience to feel, they can gain a deeper meaning to the message of the song with having to have it explained through a narrative style. 

Facial expression and body language in most music videos are a key element in understanding it. In Tears dry on their own Amy facial expressions and body movements are very sassy. whilst she is singing her lips are over exaggerated and her body is loose, she is almost walking with swag. This shows the audience the artist attitude which represents her as powerful and strong, the fierce image show the audience that she is passionate about what she is singing and that she is following through with the messages of moving on and being strong. The audience can relate to this body language because they will have at some point felt like this if it isn't a regular occurrence, they will understand who Amy is feeling and who she wants them too feel. Therefore making the over messages of the video more powerful and adding to the success of the product. 

Finally there is another key asset to the understanding the artist and the song. For the whole video the lighting is high key with bold, vibrant colours including light blue, hot pink and yellow. These colours present the music video as positive, it shows the audience that the song is meant to be up lifting and energetic, these colours allow the audience to automatically see that the message of the song is meant to be positive and helpful rather depressing. The audience can then understand how the artist wants they read the song, Amy is clearly showing her target audience that they shouldn't let bad experience hold them back.The target audience can relate to Amy in this video because the lighting show her positive approach on moving on and they can then try and take on her emotions and make them their own.

Camera shots are also used to create a deeper effect from the music video, there a few particular shots commonly used. For example mid shots, the mid shots are used a lot in this video showing Amy from the waist up. This particular position is used to show the artists facial expressions and body language, the audience can see a lot from this shot and gain a great understand of the artists emotions and attitude from of the song. Amy is shown as confident and sassy, the audience can see this from the mid shot and can then relate to this and understand what the artist wants then to take on board and what the song is meant to mean. This appeals to the target audience because having a clear view of the artist performing creates a great effect from the overall vide and allows then to connect even more with the messages.

Another commonly used camera shot is the tracking movement. In the town scene the camera tracks Amy as she is talking through the crowds. This is effective because the audience feel as though they are there with her they feel close to her because they can see where she is going and what she is doing. They do not lose sight of her in these scenes meaning the know they can't miss out on anything and can see how the artist acts in the busy environment. This helps the audience relate with the artist because they feel close to Amy and therefore the video becomes more effective and more successful as it draws attention. 

Summary

This research into my chosen artist will help me when it comes to planning my own music video because i have learnt a lot about Amy Winehouse. The research has helped my understand how she attracts her audience and which assets are most important in her music videos. It has helped my to understand her style and her uniqueness when it come to her image and her music. Through the different thing I have learnt about my artist It will help me decide on what is need in my video to make to successful and what will attract the target audience. I will also help when it comes to the message of the song I can now understand how to portray and message though the different aspect of a music video for example a narrative or Goodwin's relationship point between lyrical and visual. Overall I have gained a better understanding of how micro elements, styles, paradoxes and Goodwin's theory points work to create an effect music video and appeal to the audience. 

I gained some inspirations through analysing Back to black and Tears dry on their own. For example i would like to use some narrative and performance style scene in my video because i think they work best with my chosen artist, Amy Winehouse and the soul genre. I found that these two style made the video really effective and gave the audience a good understanding of the emotions the songs intended. I would also like to give the artist character in my music video a unique style, I believe that Amy's image in the two video male her attractive and different which interest the audience and inspires the to be imaginative. These two asset seemed to bring Amy's video to life they made them unique yet realistic to the audience and made the song messages very clear and understandable.